PepsiCo Beverages' Cultural Brand Building

November 4, 2013

Executive Summary

PepsiCo believes that marketers must rethink the way their brands connect, interact and respond to consumers. In this session, the company will share the successes of its cultural fluency in action when marketing to a millennial audience. Carlos Saavedra, director of culture marketing at PepsiCo Beverages America, discussed the evolution of its multicultural marketing team into culture marketing ambassadors and how the firm's Culture Lab enables its marketers to stay connected and quickly evolve concepts into consumer-facing programs.